Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As media consumption habits evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is creating original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with broad audience reach while maintaining time-honored formats. In particular, they actively cast renowned leads to increase viewer engagement and produce narratives that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various here mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing tactics distinct from legacy media. Firstly, they actively embrace new genres and experimental formats, prioritizing artistic direction and narrative depth over mainstream success. Secondly, they provide personalized selections that meets the needs of niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to grow their fanbase not only domestically but also on a global scale. Through these methods, OTT services are building industry dominance in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the OTT market, competition has escalated. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing TV shows on internet-based distribution channels. This strategy helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by working alongside legacy content producers. Netflix has gained a global following with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This synergy helps both parties leverage their advantages, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, legacy TV series and streaming platforms are both competing and seeking collaboration through their respective differentiation strategies. network-produced content maintain established storytelling and broad accessibility, whereas digital platforms provide genre-defying and cross-border content. As synergy and cooperation between these platforms continue to develop, audiences can expect a wider-ranging and elevated entertainment experience in the future.